Connected marketing : the viral, buzz and word of mouth revolution

Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling 'Anatomy of Buzz') Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people).Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand. * Focuses on the consumer to consumer approach to marketing: word of mouth* Advises on ways to create an epidemic demand for a new product or service* Shows how to identify and form relationships with socially infectious individuals in order to convey the marketing message Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling Anatomy of Buzz) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Rthlingshfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand. Through A Wide Range Of Solutions And Case Studies From The Coalface, Connected Marketing Demystifies Viral, Buzz And Word Of Mouth Marketing And Demonstrates That Managing Successful Connected Marketing Activity Is Possible Through An Organized Series Of Decisions And Approaches - It's Not A Hit-or-miss Quest For That One Groundbreaking Idea.--jacket. Seed To Spread : How Seeding Trials Ignite Epidemics Of Demand / Paul Marsden -- Live Buzz Marketing / Justin Foxton -- Creating Brand Advocates / Sven Rusticus -- Brewing Buzz / Liam Mulhall -- Buzzworthy Pr / Graham Goodkind -- Viral Marketing / Justin Kirby -- Online Opinion Leaders : A Predictive Guide For Viral Marketing Campaigns / Idil Cakim -- Buzz Monitoring / Pete Snyder -- Changing The Game / Steve Curran -- Blog Marketing / Andrew Corcoran [and Others] -- Word Of Mouth : What We Really Know -- And What We Don't / Greg Nyilasy -- Black Buzz And Red Ink : The Financial Impact Of Negative Consumer Comments On Us Airlines / Bradley Ferguson -- Myths And Promises Of Buzz Marketing / Stéphane Allard -- Buzz Marketing : The Next Chapter / Schuyler Brown -- How To Manage Connected Marketing / Martin Oetting -- Conclusion : The Future Of Connected Marketing / Justin Kirby. Edited By Justin Kirby And Paul Marsden. Includes Bibliographical References And Index. Explores the world of viral marketing and epidemic demand, assessing the key factors that make someone influential, outlining what makes a campaign infectious, and advising how to go about making a campaign that will be successfully transmitted by word of mouth, or mouse. Australian author This text explores the world of viral marketing and epidemic demand, assessing the key factors that make someone influential, outlining what makes a campaign infectious, and advising how to go about making a campaign that will be successfully transmitted through word-of-mouth (or mouse)